Maybelline Hires 'Sh*t Fashion Girls Say' Star for Campaign Launch [VIDEO]

To build online buzz around the signing of a new brand spokesmodel, Maybelline New York released a video this week starring Patrick Pope, also known as P'Trique of viral-ish video "Sh*t Fashion Girls Say."

"Sh*t Fashion Girls Say," which riffs on people who work in the fashion industry, is one of a string of videos inspired by Kyle Humphrey's and Graydon's Sheppard's "Sh*t Girls Say". The original has racked up more than 16 million views since its release in December. "Sh*t Fashion Girls Say," which was released in mid-January as interest in the meme peaked, has been viewed around 1.1 million times on YouTube to date.

Maybelline's version features new spokesmodel Charlotte Free and more than a dozen individuals closely watched within (and almost entirely unknown outside of) the fashion industry. Among the better known: designer Betsey Johnson and Real Housewives of New York's Jill Zarin. Each are told by P'Trique, in turn, about Free's big secret: that she is the new face of Maybelline.